The 91-year-old died from natural causes at the Playboy Mansion on Wednesday while surrounded by his loved ones, a statement said.

Within moments of the sad news breaking, fans, famous faces and Playmates flooded social media with messages of praise.

Hi son Cooper Hefner led the tributes, describing his dad as a "cultural pioneer".

(Image: Reuters)

He said: "My father lived an exceptional and impactful life as a media and cultural pioneer and a leading voice behind some of the most significant social and cultural movements of our time in advocating free speech, civil rights and sexual freedom."

While Jenny McCarthy tweeted: "Thank you for being a revolutionary and changing so many people's lives, especially mine. I hope I made you proud."

Porn star Ron Jeremy tweeted: "Today the world lost a legend. Hugh Hefner started my career. For 22 yrs I got to wish him happy new year at his mansion. I’ll miss him."

Singer and actress Nancy Sinatra paid tribute to him as "one of the nicest men I've ever known", adding: "Godspeed, Hugh Hefner."

Actor Rob Lowe tweeted: "I had a number of great conversations and with Hugh Hefner. Was such an interesting man. True legend. What an end of an era."

The publishing legend, who helped usher in the 1960s sexual revolution with his groundbreaking men's magazine and built a business empire around his libertine lifestyle, died at his famous Los Angeles home on Wednesday surrounded by his loved ones.

“Hugh M. Hefner, the American icon who in 1953 introduced the world to Playboy magazine and built the company into one of the most recognisable American global brands in history, peacefully passed away today from natural causes at his home, The Playboy Mansion, surrounded by loved ones,” Playboy Enterprises said in a statement.

(Image: Getty)

While a tweet shared on the official Twitter account paid tribute to an "American icon".

Quoting Hefner, it said alongside a picture of him grinning: "Life is too short to be living somebody else's dream."